Studies show that elite athletes perform better in front of large crowds. So when Tokyo 2020 announced that fans couldn't attend the Olympics, we knew we had to do something to give Team Ireland a competitive edge.

 
We secretly collected cheers of support from competitors' loved ones during lockdown and converted them into bespoke music tracks. Each track also integrated the sounds of the athlete's training sessions, was set to the BPM of their optimum heart rates and was tailored to their individual musical tastes.

In print, we converted the most empowering messages of support from loved ones unable to attend the games, into sound waves that created striking visual representations of support, retouched into each athlete’s environt. Spotify codes linked our target audience to our full Sound Support album.
Our results spoke for themselves when our hero athlete, Kellie Harrington won her first ever Olympic gold medal. We’re not saying her winning performance was all down to our input, but a little Irish support definitely went a long way in Japan, this summer.